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Work Background
ValidicVice President, Marketing
Dec. 2021 - Jun. 2024New Hampshire, United StatesDefined, implemented and oversaw the marketing strategy for the company, focusing on brand development, digital marketing, product marketing and account-based engagement strategies to build brand equity, support pipeline growth, and drive sales and client success.
Covered Call FarmOwner
May. 2020Lee, New Hampshire, United StatesCovered Call Farm LLC is a five-acre, private farm located in Lee, New Hampshire. Founded in 2020, the farm is home to four humans, five horses, one pony, two cats, 13 fish, two bunnies and a host of wildlife. We create unique and inspiring experiences for people to enjoy, learn about, love, interact with and build relationships with horses, including our unique, foundational horsemanship educational program, boarding and private instruction. Learn more at coveredcallfarmnh.com
GeneiaVice President, Marketing
Jun. 2019 - Nov. 2021Manchester, New HampshireLed a marketing team of 11 focused on using data, knowledge of human behavior, and the art of building brand affinity and loyalty to drive lead generation, sales and client success. Used diverse marketing strategies and programs to achieve goals: corporate brand, communications and PR; market and brand research; advertising; product marketing and sales enablement; inbound marketing; event management and sponsorships; partner marketing; internal communications; and digital and social strategy. Managed a $2 million annual marketing budget, allocated across brand, performance, marketing operations and people. Delivered annual marketing plans and KPIs laddering up to corporate objectives and sales targets.
GeneiaSenior Director, Marketing
Oct. 2015 - Jun. 2019Manchester, New HampshireBuilt a marketing team from scratch and brought the Geneia brand, reputation and product portfolio to the market. Strong and measurable growth across digital marketing metrics and platforms. Two-year growth metrics: 172% increased users, 188% increased sessions, 136% increased page views. Consistently exceed industry benchmarks in conversions, open rate and click-to-open.
Business and Industry Association of New HampshireSenior Vice President, Communications
Nov. 2005 - Oct. 2015Developed, implemented and managed BIA marketing and communications programs. Managed production of the Handbook of New Hampshire Elected Officials (Blue Book). Developed and implemented marketing plan for print sales and online subscriptions to meet sales targets outlined in the organization’s budget. Launched the online Handbook of New Hampshire Elected Officials, a searchable, subscription-based version of the Blue Book. Re-branded BIA as New Hampshire’s statewide chamber of commerce. Worked with marketing agency to develop a new, modern look and feel for BIA that included new logo, marketing materials and Web site. Managed the implementation of a membership management / CRM system; researched and selected membership management software vendors, acted as project manager throughout implementation process. Worked with vendor employees and BIA staff to coordinate data conversion, training and development of new Web site. Functioned as lead lobbyist on healthcare, information technology and privacy issues. Testifed before committees and maintained relationships with key legislators, regulatory agencies and the governor to advocate pro-business policies and initiatives. Wrote and edited communications, advocacy and marketing materials, including brochures, press releases, speeches, online content, newsletters, legislative alerts and testimony. Implemented and managed media relations activities. Developed and executed a social media strategy. Developed content and managed design and production of publications. Developed content and created electronic newsletters and promotional emails. Maintained Web site using content management system.
SkillSoft PLCPublic Relations Manager
Mar. 2005 - Nov. 2005Developed and managed SkillSoft’s public relations program, translating overall marketing objectives into strategic PR programs. Oversaw outside PR agency, working collaboratively to deliver consistent media coverage. Managed company’s customer reference program, recruiting customers for participation, maintaining and updating customer database, and coordinating references for sales force. Created original communications materials, including press releases, internal and external e-newsletters, case studies, articles, brochures and white papers. Identified and coordinated speaking opportunities for SkillSoft senior management at trade shows and other industry conferences. Guided relationships and communication with key analysts and industry influencers.
Concord HospitalPublic Affairs and Marketing Coordinator
Feb. 2001 - Mar. 2005Creatively planned and implemented marketing activities and strategic communications for major hospital service lines and departments. Developed a communications plan for each service line, establishing objectives and applying integrated marketing communications strategy. Wrote and edited content for hospital newsletters, annual reports, advertisements, collateral, patient brochures, press releases, press statements, Web site, award nominations, fund-raising materials, and other promotional and educational materials. Provided final editorial approval for all internal and external hospital communications. Implemented and managed hospital media relations. Pitched stories to local and regional media and responded to media inquiries regarding hospital expansions, new technologies, patient conditions and policies. Planned and coordinated quarterly community educational events involving physicians and other healthcare providers. Identified and organized guest speakers for weekly hospital radio program. Managed design and production of hospital publications to ensure they delivered a consistent message and style. Worked with advertising agencies, photographers and other vendors to ensure successful execution of projects within budget. Understood and followed AHA and HIPAA standards related to release of patient conditions and hospital public affairs and marketing practices.
Brown University, Center for Healthcare ResearchProject Coordinator
Oct. 1998 - Feb. 2001Coordinated and implemented multiple communication and research activities for selected healthcare, grant-funded research, including subject recruitment and interviewing, development of promotional materials, written and verbal communications, survey development, database and information systems management, and statistical analysis.
American Cancer Society - Massachusetts DivisionResearch Assistant
May. 1998 - Oct. 1998Framingham, Massachusetts
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